It's the winning Marvel formula that appears in several of their movies. I have a suit/powers/thing that makes me a hero, but there's this other guy that has a similar suit/powers/thing and he can't have it, so I have to fight him so I'm the only one with this suit/powers/thing. Iron Man 1-2, The Incredible Hulk, Captain America to a certain extent, Ant-Man, Doctor Strange, Black Panther. I give them credit for changing up how they tell the story, but it is essentially the same storyline for most of their origin movies.
I have started rewatching the movies before Infinity War, just for kicks, so far I got through the Phase One crowd, and by god, The Incredible Hulk is the worst of the pack.